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Media brands have seen their advertising slashed during the pandemic, but press opportunities for books have increased overall, publicist Camilla Leask has said.
Speaking at The Bookseller's Marketing & Publicity Conference on 14th June, Leask said publicists have "had to be even more nimble and vigilant and reactive to meet the fast-paced changes in the media".
Thre Willow Publicity founder, speaking on behalf of Roxhill Media, said: "Nearly every media brand has seen their advertising slashed, resulting in reduced space for editorial while trying to meet their audiences' demands for trustworthy news and adapt to their new way of working."
Last month, The Bookseller reported that book review coverage had been hit by the pandemic, with reduced coverage in several key publications over the past year. Nevertheless, some literary editors predicted that pages will return this year, while many said they were making the most of digital opportunities.
The Guardian recently announced plans to close its Saturday Review section, currently the home of its in-depth book review coverage. However, this week, the paper said its new magazine would have equivalent book coverage and is expected to launch later in the year.
Leask also noted that "with books providing a source of comfort through the pandemic, press opportunities have increased for books with a few notable exceptions". She said: "We've seen a temporary uptick in 'Front Row''s book coverage, Stylist has remained pretty upbeat about its book offering, Radio Four's books offering has remained unscathed and Radio 2 has brought back its monthly book club in response to listener demand."
Looking ahead to campaigns in quarters three and four, Leask said book mailouts are "a waste of budget" with many going to empty offices or wrong addresses. She said virtual interviews are here to stay and advised publicists to start working on campaigns as early as they can, with long lead targets at many publications.